A recent IAB report highlights growing but uneven adoption of artificial intelligence in media campaigns among agencies, brands, and publishers. With insights from over 500 experts, it shows 70% of professionals feel AI is not fully integrated into media planning or execution. Challenges include slow brand adoption, primarily due to cost. IAB CEO David Cohen emphasizes that while AI's potential to transform the media landscape is immense, the industry must overcome hurdles to embrace its capabilities fully and innovate the creative process.
AI will soon power every aspect of media campaigns, not to mention its impact on the creative process. We must fundamentally rethink how agencies, brands, platforms, and publishers work-which is both incredibly exciting and challenging at the same time.
The industry isn't taking full advantage of what AI can do now. It can build media plans, generate audience segments, select media partners, forecast performance, and even use synthetic or 'fake' data to enhance marketing.
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